When it comes to AdWords, the best performing ads are usually the ones that people find the most useful. To improve your ROI with Google AdWords, you don’t necessarily need to spend more; you need to spend strategically and then track your return to see what’s working and determine where your money is making the most impact. One way to make your ads more relevant and useful to your customers is to enhance your ads with extensions like call and location extensions and other dynamic AdWords features. These extra pieces of information give people more reasons to click on your ad. The benefits of using features include:
– Improved visibility for your ad
– Improved click through rate of your ad
Three of the coolest AdWords features currently available to marketers to enhance their advertising performance include:
1. Remarketing Audiences
By create Remarketing Audiences in Google Analytics, you can re-engage audiences that are likely to convert based on user behavior.
2. Callout ad extension
With the Google AdWords callout ad extension, you can include additional text with your search ads such as “Free shipping”, “24-7 customer service” or “Price matching”, allowing your customers to immediately identify the services your business offers.
3. Ad Customizers
And finally, with ad customizers, you can optimize your text ads to hyper-specialize them for each search. Other benefits include time-sensitive calls to action, scalability and reporting.
PPC Marketing | The Why & The How
If you want to be seen by customers precisely when they are searching for the things that you offer, paid channel advertising also called pay-per-click (PPC) marketing is a powerful marketing channel far too robust to ignore. Apart from getting your business found and connecting you with relevant customers across the web, PPC marketing is also measurable and flexible so you can tweak your ads to get more bang for your buck. The key to success is to understand the core search engine marketing tactics that will help you get the most out of channels like AdWords and Bing Ads. This includes but is not limited to:
1. Keywords and targeting
Effective keyword management and targeting to specific audiences connect your ads with users and their searches.
2. Creating text ads that are specific, relevant and attractive
When it comes to PPC marketing, one of the most important things to get right is your messaging. Remember that Google measures the quality of your ads. You can also use ad extensions to provide extra information to users.
3. Bidding and conversions
The idea is to align your bids with your business goals to make smarter bid adjustments.
Important elements of a display ad to improve conversions, brand recall and engagement include the message, the image and the design.
5. Mobile and local
And finally, over the past few years, smart phones have become an integral part of how people search and browse the web. Get your local and mobile advertising right to grow your online sales and bring in new website visitors.